Is it rude to say no to a shopkeeper?

Not at all. You can be firm but polite. A simple 'La, shukran' (No, thank you) with a hand over your heart is a polite way to decline an offer.

How should I handle public displays of affection?

Keep it very minimal. Holding hands is generally okay, but kissing or intense physical affection in public is considered offensive in local culture.

Do I really need to cover up even in the heat?

Yes. Loose-fitting natural fabrics like linen or light cotton will protect you from the sun better than exposing skin, and you will be treated with much more respect in rural or traditional urban areas.

Navigating Cultural Norms and Etiquette in Morocco

Respecting Moroccan culture is primarily about modest dress and non-verbal communication. Cover your shoulders and knees in public spaces and always use your right hand for eating, greeting, and exchanging money.

Master the dress code. Dress conservatively regardless of your gender. For women, this means tops that cover the shoulders and pants or skirts that fall below the knee. For men, avoid sleeveless shirts and very short athletic shorts. Linen and cotton are your best bets to stay cool while remaining respectful.
Respect the 'Right Hand' rule. In Moroccan culture, the left hand is traditionally considered unclean. Use your right hand for eating, shaking hands, waving, and handing over money or goods. If you are left-handed, do your best to practice using your right for these social interactions.
Ask before taking photos. It is considered rude to photograph locals without explicit permission. Always smile and ask 'Smahli, momkin soura?' (Excuse me, may I take a picture?). If someone says no, put your camera away immediately without complaint.
Handle food with care. If you are invited to a meal, wait for the host to begin. If eating from a communal tagine, stick to the section directly in front of you. Never use bread to dip in someone else's space.
Navigate religious sites. Non-Muslims are prohibited from entering most mosques in Morocco. The exception is the Hassan II Mosque in Casablanca. If you are near a mosque, avoid loitering at the entrance and do not peer inside while prayers are occurring.

Is it rude to say no to a shopkeeper?: Not at all. You can be firm but polite. A simple 'La, shukran' (No, thank you) with a hand over your heart is a polite way to decline an offer.
How should I handle public displays of affection?: Keep it very minimal. Holding hands is generally okay, but kissing or intense physical affection in public is considered offensive in local culture.
Do I really need to cover up even in the heat?: Yes. Loose-fitting natural fabrics like linen or light cotton will protect you from the sun better than exposing skin, and you will be treated with much more respect in rural or traditional urban areas.